Web design for a B2B Integration Platform
Achieving conversion target by clear communication of the value proposition and engaging visuals.
Overview
Project
I had the opportunity to work as a UX designer at a startup where the task was designing a website for a B2B print-on-demand integration platform.
Problem
Translating the complex concept of a B2B product into an intuitive, user-friendly website that would build trust and drive conversions.
Solution
We created a user-friendly website with trust-building elements and a streamlined sign-up process to boost engagement and conversions. View it here.
Result & Impact
The platform saw 25% of its target user sign-ups within the first two months of launch, validating the effectiveness of the design in driving conversions.
Industry:
B2B Technology
Timeline:
3 Months
My role:
UX Designer
Team:
The founder + senior UX designer and me.
My Process
Problem Statement
What problem does the product solve?
Businesses often face difficulties in finding reliable print-on-demand services that provide both quality and competitive pricing. They also struggle to manage multiple provider integrations.
What problem does the product solve?
PodConverge addresses this by centralizing the top providers in one place, streamlining the process, and making it easier for businesses to find and integrate with the best options.
Design goal
Clearly convey the platform’s capabilities to potential users via an engaging, intuitive website that builds trust and drives conversions.
Key Challenges
- Simplifying complex information: Effectively communicating the platform’s benefits and features to two groups:
A) businesses that already use multiple print-on-demand platforms.
B) businesses that use only one platform and have limited sales. - Optimizing user sign-ups: Designing a user journey that minimized friction and encouraged visitors to register for the service.
- Establishing credibility: Building trust with users by showcasing the platform’s strengths and providing assurance of quality.
Secondary Research Analysis
The project started with the founder sharing secondary research on market needs and user expectations. I worked with the team to analyze this data and identify key insights that guided our design decisions and website strategy.
Creating User-Centric Content
A significant part of my role involved collaborating on the website copy to ensure it was user-friendly and devoid of jargon. We focused on creating clear, compelling messaging that communicated the platform’s value, emphasizing key benefits like product quality, competitive pricing, and ease of integration.
Designing Key Web Pages
I contributed to the design of several essential web pages, focusing on:
- Homepage: Collaborated on creating a visually engaging homepage that clearly articulated the platform’s value proposition and encouraged users to explore further.
- How it works: Structured this page to break down the process of using the platform into simple, digestible steps, using visuals to support the text.
- Features page: Highlighted the platform’s key features, emphasizing how they address user needs and improve their experience.
- Pricing page: Designed a clear and transparent pricing page that presented options in an easy-to-understand format, helping users make informed decisions.
Style Guide
Final Designs
Results
Our collective efforts resulted in the platform achieving 25% of its target user sign-ups within the first two months of the website launch. The feedback from early users highlighted the website’s clean design and straightforward navigation, which made it easy for them to understand the platform’s value and complete the sign-up process.
We planned to conduct further usability testing with small business owners to refine the website based on their feedback.
Key Takeaways
- Clarity is crucial
Presenting complex information in a straightforward manner enhances user understanding and engagement. - Building trust is key
Establishing credibility through clear messaging and user-friendly design elements is essential for driving conversions.
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